In 2025, TSUCHIYA KABAN launched a campaign for its 60th anniversary, reflecting on the brand’s history and heritage with gratitude to customers while looking ahead. In Japan, the 60th birthday, known as Kanreki, marks a return to the beginning and a new cycle, inspiring the tagline “Rebirth.” To make the milestone forward-looking rather than retrospective, a dynamic hand-drawn arrow became the core visual motif, expressing the brand’s drive for new challenges and innovation in craftsmanship. This visual language extended across event spaces, print, digital media, gifts, and product accents.
